Mobility

Radical changes in the way we move call for unified user experiences and vanguard design solutions that unite the latest technology and new mobility options.

Industries

Multiple factors are affecting the great mobility revolution, mainly in Europe’s principal urban centers. New mobility habits, sustainability challenges, new micro-mobility players, artificial intelligence and other technologies applied to the sector, and new regulatory measures are forcing mobility to become one of the most dynamic sectors, although one which presents multiple areas for improvement from a user experience and design standpoint.

Our visions in Mobility

How can existing mobility companies, new players, and traditional businesses be perceived as relevant and offer a satisfactory user experience?

Trends

The European Mobility Strategy places its growing commitment to lowering emissions at the centre of its goals. This implies a transformation effort by companies, governments, and institutions, and offers the opportunity to create new products that benefit from technology, user experience, and design.

The boom in healthy transport (walking, cycling, etc.) and new micro-mobility solutions (scooters, ebikes, etc.) have changed city infrastructure whilst presenting new challenges, such as the management of public space and data access from smartphones and other devices.

The consolidation of multiple shared mobility options (carpooling, ridesharing, carsharing, vehicle subscription, on-demand services, etc.) is promoting the development of all-in-one apps which will offer a seamless brand and user experience.

The traditional car ownership model versus MaaS (Mobility as a Service) is paving the way for new players to operate as digital platforms, with attention paid to the construction of comprehensive design systems.

The electric vehicle has many challenges to overcome in terms of the user experience: the charging infrastructure is lacking in standards and charge times offer a relative untapped opportunity for content providers.

Technological advances (AI, the Internet of Things, big data, apps, digital platforms, new interfaces, etc.) allow mobility to become multimodal, flexible, and adapted to the personal needs of each user. But these advances must be accompanied by a user experience and design approach in order to be efficient.

The modernisation of public transport and smart infrastructure in which cities’ mobility solutions are all interconnected to form an efficient ecosystem requires not only vanguard technologies, but also the development of top digital applications and user experiences.

Statistics

90%

Reduction in CO2 emissions in Europe from 2040

The number of shared vehicles in Europe between 2020 and 2023

2.3B€

Of income by vehicle sharing companies in Europe in 2023

+39%

Increase of car sharing in Europe

83%

Of automotive industry leaders believe that digital services will be key differentiators by 2040

58%

Of all new cars sold in Europe in 2030 will be EVs

+10.6%

Sales of new cars in 2023

10%

Of used car sales are expected to be made online in Europe by 2025.

This dizzy transformation of the mobility sector demands that brands clearly, efficiently, and attractively communicate their USP, or they risk being swallowed by a market in constant flux and with so many diverse players.

Learnings

At Erretres, as a branding and digital consultancy, we’re constantly witness to and involved in the transformation of the mobility industry thanks to multiple players from the sector that work with us to define their strategic focus, brand identities (from their names to their visual and verbal identity), digital platforms, and communication.

Our expertise
in Mobility

Ulity

Assembling the for-you
mobility brand for
Santander Consumer Finance

Wabi

Vehicle underwriting
from Santander
Consumer Finance

Autocasión

Smart automation to
connect car dealers
with buyers

Nissan

Strategy and communication
territories to launch
the Nissan Ariya

Total Energies

Repositioning and
key messages for
Total Energies in Spain

Ulity

Assembling the for-you
mobility brand for
Santander Consumer Finance

Wabi

Vehicle underwriting
from Santander
Consumer Finance

Autocasión

Smart automation to
connect car dealers
with buyers

Nissan

Strategy and communication
territories to launch
the Nissan Ariya

Total Energies

Repositioning and
key messages for
Total Energies in Spain

Ulity

Assembling the for-you
mobility brand for
Santander Consumer Finance

Wabi

Vehicle underwriting
from Santander
Consumer Finance

Autocasión

Smart automation to
connect car dealers
with buyers

Nissan

Strategy and communication
territories to launch
the Nissan Ariya

Total Energies

Repositioning and
key messages for
Total Energies in Spain

One brand, many key audiences

At Erretres we know that the companies working in the mobility sector don’t target just one kind of audience, rather they aim to reach many key groups which can all be very different but equally as important for business. This understanding is crucial in order to arrive at optimal solutions.

For Wabi, the monthly car subscription platform by Santander Consumer Finance, we knew we had to consider that the target audience could be an end user, the owner of a dealership, or the manager of a float of cars. This we kept in mind through the process of redesigning the Wabi brand and app as a fundamental consideration to guarantee success across the brand’s various touchpoints.

Digitalisation is essential

As in all aspects of our lives, digitalisation within the mobility sector is now essential. Users are increasingly informed and able to make their own choices, so they will opt for the service offering the best user experience. This is an experience understood in a much wider sense, bringing together concepts like simplicity, flexibility, efficiency, speed, personalisation, and much more.

We’re working with Autocasión on a process to redefine their user experience based on the real interests of their website users, all with the ultimate goal of improving the platform’s conversion rate.

A storytelling for the entire brand

Telling a story is one of the best ways for a brand to connect with their audiences and, if well constructed, can become the basis of its expression and communication.

At Erretres, as a branding and digital consultancy, we had the opportunity to create a brand from the ground up with Ulity. During the naming process we arrived at ‘Ulity’ as a discovery which elegantly and simply brought together the two facets of the brand’s value proposition: people and their needs (‘U’ = you) and their place as a mobility centre (mobi‘LITY’).

Creating significant connections

Brands must find their own way of talking to their audiences, as well as the channels and messages which connect with them in the most efficient, real, and honest manner.

In the project that Nissan contacted us to undertake, we had to search for a precise set of brand activations to gain the interest of new audiences and reposition the brand at the epitome of Japanese innovation and quality.